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Ontario social workers conduct awareness campaign

The Toronto-based Ontario Association of Social Workers has begun a campaign intended to raise public awareness of the work and expertise of social workers. The campaign, an extention of the organization's ongoing "Real Experts for Real Life" initiative, is timed to coincide with Social Work awareness week from March 5 to 11. It consists of a series of online videos developed by Transcend3, Fifth Story and Breakthrough. The creative focuses on public issues such as stress, mental health, addiction, aging parents and caregiving. The overall campaign also includes and out-of-home radio advertising, along with an influencer component and social media activities.

"We started with real stories and focused on the simplest visual portrayal that allows viewers to understand a complex story in a matter of moments," said Stephen Stanley, creative director at Fifth Story. "The vignettes convey the passion and persistence that drives social workers to provide customized care for patients every day."